Psych 585: Psychology of Persuasion Interventions: Theory of Planned Behavior

1. Psych 585: Psychology of PersuasionInterventions: Theory of Planned Behavior Professor: Icek Aizen Office: Tobin 625 Email: aizen@psych.umass.edu Tel: 545.0509

2. The Theory of Planned Behavior(Ajzen, 1991)

3. Behavior Change Interventions in the TPB: Basic Principles Intentions can be modified in two ways By changing the major determinants of intentions: Attitudes, subjective norms, and/or perceptions of behavioral control By changing the relative weights of the three determinants Changes in intentions will result in behavioral change to the extent that the intention is directly compatible with the behavior the person has adequate control over the behavior the intention does not change prior to the behavior

4. Intervention Targeting 2 Behavioral, 2 Normative, and 2 Control Beliefs About Wearing Bicycle Safety Helmet (Quine, Rutter, & Arnold, 2001) High-school cyclists who did not wear safety helmets. Intervention: Illustrated booklets depicting message arguments about wearing helmet. Control: Booklets on unrelated topic. High-school cyclists who did not wear safety helmets. Intervention: Illustrated booklets depicting message arguments about wearing helmet. Control: Booklets on unrelated topic.

5. Taking the Bus to Campus (Bamberg, Ajzen, & Schmidt, 2003) Population: College students at the University of Giessen, Germany Behavior: Self-reported bus use to get to the campus Intervention: Prepaid semester bus ticket, accompanied by an extensive informational campaign.

6. Taking the Bus to Campus (Bamberg, Ajzen, & Schmidt, 2003)

7. Taking the Bus to Campus: Intervention Outcomes (Bamberg, Ajzen, & Schmidt, 2003)

8. Testicular Self-Examination (Murphy & Brubaker, 1990) Population: 10th grade students in health classes Behavior: Self-reported TSE 4 weeks following intervention Intervention: Persuasive communication 3 conditions TpB-based: 12-minute videotaped message designed to strengthen AB, SN, and PBC toward performing TSE Cancer information: Audio-visual slide presentation providing general information about testicular and other cancers Health information control: Pamphlet about health in general

9. Testicular Self-Examination: Intervention Outcomes (Murphy & Brubaker, 1990)

10. Persuasive Communication

11. Acceptance-Yielding-Impact Model of Persuasion

12. Pre-message Readiness to Join the Alcohol Treatment Unit (Fishbein, Ajzen, & McArdle,1980)

13. Traditional Appeal: Closing Paragraph So, in closing, I would like to stress that continuing to drink alcohol means that you are not only refusing to face reality but that you are also losing the opportunity of ever solving your basic problem. In fact, continued drinking, in itself, will lead to ruined physical and mental health as well as to a poorer relationship with your family and your employer. Also, as long as you stay in the hospital, your continued drinking means that you will received less personal attention form the hospital staff, less help with your personal problems, less self-government, less freedom to leave the hospital, and less opportunity to be with men who, like yourself, are in good contact with reality. I believe you now understand that you will only be hurting yourself if you continue drinking alcohol. Joining the ATU will give you the opportunity to solve your drinking problem. Therefore, I urge you to sign up the ATU now!

14. Percentage Signing Up for the ATU(Fishbein, Ajzen, & McArdle, 1980)

15. Negative Appeal: Closing Paragraph So, in closing, I would like to stress that by not signing up for the ATU, you are not only refusing to face reality but you also are losing the opportunity to learn to control your drinking. Thus, not signing up for the ATU will lead to ruined physical and mental health as well as to a poorer relationship with your family and your employer. Also, as long as you stay in the hospital, your not signing up for the ATU means that you will receive less personal attention from the hospital staff, less help with your personal problems, less self-government, less freedom to leave the hospital, and less opportunity to be with men who, like yourself, are in good contact with reality. I believe you now understand that you will only be hurting yourself if you don�t sign up for the ATU. Therefore, I urge you to sign up for the ATU now!

16. Positive Appeal: Closing Paragraph So, inclosing, I would like to stress that signing up for the ATU is a step in the right direction since the ATU gives you the opportunity to learn to control your drinking. Thus, signing up for the ATU will lead to improved physical and mental health, as well as to a better relationship with your family and your employer. Also, as long as you in the hospital, your signing up for the ATU means that you will receive more personal attention for the hospital staff, more help with your personal problems, more self-government, more freedom to leave the hospital, and more opportunity to be with men who, like yourself, are in good contact with reality. I believe you now understand that you will be helping yourself if you sign up for the ATU. Therefore, I urge you to sign up for the ATU now!

17. Yielding to Major Arguments(Fishbein, Ajzen, & McArdle, 1980)

18. Impact on Non-Message Primary BeliefsFishbein, Ajzen, & McArdle (1980)

19. Attitudes Toward Signing Up for the ATU(Fishbein, Ajzen, & McArdle, 1980)

20. Percentage Signing Up for the ATUFishbein, Ajzen, & McArdle (1980)